The Next Next Common Sense
stories provide essential coherence. They help diverse individuals inter- pret ambiguous situations in aligned ways, enabling coordinated action without constant oversight. DTiigmitealleSs st oPrryitnecl liipnlegs: N ew M e d iu m s , Digital technologies have dramatically expanded the mediums through which stories can be told. From interactive data visualizations to immersive video experiences to collaborative digital whiteboards, organi- zations now have unprecedented tools for creating and sharing narratives. However, the fundamental principles that make stories effective re- main remarkably consistent regardless of medium. As cognitive scientist Roger Schank noted, “Humans are not ideally set up to understand logic; they are ideally set up to understand stories.” This insight reminds us that even as technology evolves, the need for coherent narratives that speak to human cognition remains constant. The most effective digital storytelling combines technological capa- bilities with deep understanding of human narrative cognition. Consider how Airbnb transformed a complex business model into an intuitive nar- rative experience. Rather than explaining the technical mechanics of their platform, they invite users into a story where they become the protagonist exploring unique spaces and connecting with hosts worldwide. The digital interface doesn’t just facilitate transactions—it creates a narrative journey that feels coherent and meaningful. Organizational Stories That Matter In every organization, five critical types of stories shape collective understanding and action: Origin Stories define where we came from and why we exist. They an- chor organizational identity in a meaningful past and establish a founda- tion for coherent action. When Steve Jobs told the story of founding Apple
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